The higher customers’ expectations, the harder it is to satisfy them. But it’s hardest to satisfy customers that don’t want to engage with you at all. In that case, embrace the challenge, get the components in place, and then orchestrate delivery with the passion your customers deserve.

If customer experience is your overarching strategic priority, get everyone aligned around the link between experience and your mission, vision and values – purpose. You can’t deliver extraordinary experience until everyone involved understands why it matters and embraces the challenge.

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